Property Prices Soar in the Golden Triangle: Annual Increase of 11.9% in Marbella, Estepona and Benahavís
Property prices continue their upward trend in the Golden Triangle of the Costa del Sol. According to the latest figures published by Idealista for May 2025, the municipalities of Marbella, Estepona and Benahavís have recorded an average year-on-year increase of 11.9%. These figures confirm the strong momentum of the high-end property market, but also highlight the challenge of keeping prices in check to ensure long-term sustainability.
Growth by Municipality
Estepona leads the way with a 15.1% increase, driven by new developments and greater land availability. Benahavís follows with a 10.8% rise, while Marbella has experienced a more moderate 9.8% annual increase.
The areas with the highest price increases in May within each municipality were:
• Marbella: Elviria-Cabopino (+22.4%), Las Chapas-El Rosario (+14.1%) and San Pedro Alcántara (+13.9%)
• Estepona: Playa Bahía Dorada (+28.3%), Selwo, Estepona town (+23.0%) and Selwo (+21.8%)
• Benahavís: Los Flamingos (+21.0%), La Zagaleta–El Madroñal (+18.6%) and El Paraíso (+17.7%)
Investor Interest and Strong International Demand
DOM3, the Association of Business Owners for High-Quality Housing, views the ongoing international demand and investor interest in a positive light, but calls for responsibility.
“The resale market must adjust its expectations. Continuous price hikes in this segment could lead to a disconnect from real demand and slow down transactions,” warned president Charly Simon.
The context remains exceptional for the sector. In 2024, a total of 8,708 properties were sold in the Golden Triangle — up 5.64% on 2023. Of these, 4,745 transactions took place in Marbella, 3,162 in Estepona and 801 in Benahavís. In Q1 2025, Spain reached a record 21,525 foreign buyers, with 34.75% of all transactions in Málaga province carried out by international clients. In Marbella’s high-end market, that percentage exceeds 90%. “We’re in a privileged position. Marbella now stands alongside destinations like Dubai, Miami or London,” commented Simon.
The international community continues to grow. According to Marbella Town Hall, the city closed 2024 with 167,000 registered residents, over 55,000 of whom are foreign nationals, representing 152 different nationalities.
Despite the sector’s success, DOM3 stresses the importance of reinforcing infrastructure and advancing in key areas such as housing accessibility for local workers, improved mobility and sustainable urban planning. “If we want to be the best destination, we must also have the best infrastructure. It’s time to act with a long-term vision,” added the DOM3 president.
Season Finale
Against this backdrop, DOM3 has just wrapped up its event season with a session focused on customer experience in the premium property sector. The event featured Belén González, a consultant specialising in real estate customer experience, who shared a key insight:
“When everything tangible borders on perfection – spectacular design, exquisite finishes, unbeatable location – what makes the difference in the luxury property market? The answer lies in the experience we deliver to the client.”
The event made clear that in the high-end property segment, offering a flawless product is no longer enough. “What truly sets you apart is the experience designed around the client,” explained González, emphasising that “understanding the client from a more human and emotional perspective is now more important than ever.”
These strategies reflect current trends in the luxury property market, where customer experience is becoming a key differentiator. According to the expert, high-net-worth buyers are looking for more than just a home – they seek a lifestyle and an exceptional service. Studies show these clients are willing to pay more for an outstanding experience, enabling companies to both attract and retain high-value buyers and stand out in a saturated market.
“Behind an impeccable product, it’s the unique and personalised experience that truly makes the difference and secures client loyalty in the premium segment,” González insisted.
She also highlighted the concept of the “liquid experience”: “Clients don’t just compare you to your direct competitors – they compare you to everything they’ve experienced elsewhere in the world. If their experience in Miami or Monaco was exceptional, they’ll expect the same in Marbella.”
A Busy Professional Agenda
The event also served to review the intense calendar of professional activity carried out by DOM3 so far this year. In January, the association held its Annual General Meeting. In February, mentor Maribel García gave a talk on leadership through authenticity. In March, DOM3 welcomed Daniela Luque, recognised as LinkedIn’s most influential Spanish-speaking Top Voice, for a session on digital reputation. In April, former Telefónica CEO José María Álvarez-Pallete delivered a keynote on data value and the future of technology. In May, the association hosted a round table discussion on the high-end property market in the Golden Triangle, with representatives from Marbella Town Hall and leading associated real estate agencies.
Through this cycle, DOM3 reinforces its role as a forum for thought and leadership in the high-end housing sector on the Costa del Sol. The association will resume its events programme in September and is already working on a new agenda featuring experts across various areas of interest to its members and the wider business network of the Golden Triangle.
